The utilization of videos for the purpose of publicizing and selling a service or product, stimulating interaction on online and social resources, teaching customers and purchasers, and accessing viewers with a new type of media is referred to as video marketing. I recently created a video series. ROI, conversions and performance were great. Here something I learnt the last couple of months.
Video is no longer something that is optional in a marketing strategy; it has become a key component. This is a fundamental element of any outreach and promotional initiatives … particularly when it comes to social media. Video content is now incredibly essential in every digital space and channel. Shooting in high-definition, 4K video with your smartphone has made video production more cost-efficient.
What is B2B Video Marketing?
Video marketing can be employed to form a bond with customers, as well as to promote your company, its goods and services. Besides instructional videos, consumer reviews, and live broadcasts, you can also deploy video promotions to create entertaining viral material.
You’ll have to use video marketing approaches to connect with your B2B crowd, such as creating and disseminating video material. This is a superb method to draw your spectators deeper into your electronic and social media forums, while enlightening them and providing you with a different method of bonding with them.
The 7 Benefits of Video Marketing for a B2B Business (and Why Should You Invest in It)
Videos are now indispensable for every company’s profitability, not just for instructional purposes or to facilitate sales within the company. Video is an excellent tool for B2B marketing, helping to create trust, impress potential customers, and spread your company’s message.
Video content can be utilized as a tool to communicate with your target demographic on social media, educate prospective customers, and display positive experiences that your current and prior customers have had.
It is necessary to have more than just a memorable name in order to gain success from your business-to-business video advertising. Building confidence and presenting yourself as an expert are necessary. Producing B2B videos is a way to demonstrate expertise in a particular field or topic.
We’ve listed a few advantages of video marketing to demonstrate its significance further:
It increases your conversion
Marketing via video is cost-effective. Ads utilizing video have higher rates of success in sales and make larger profits.
It’s good for search engine optimization
When it comes to improving your website’s visibility through search engines, video is an ideal choice as it can capture and keep viewers’ attention. Using video marketing increases the viewership and engagement with a website’s content.
It builds trust
Brands can show who they are through video marketing, which helps them build rapport with their viewers. According to statistics, the majority of patrons (80%) prefer viewing video material while shopping online rather than just reading text, and it was voted as the most useful type of information by purchasers.
It increases engagement
Using video as part of a content marketing strategy is an effective way for businesses to increase their visibility and draw in more engagement. Video marketing is far more successful at capturing the attention of viewers than text-based advertising, making it more likely to remain in their memories.
It boosts the performance of other B2B content
Video marketing in a B2B setting can heighten conversion and engagement numbers for other materials. A homepage with a video embedded can be used to encourage web users to look further into the other elements of the website. Incorporating video into your marketing strategy is an excellent way of attracting more clients.
It helps decision-makers save time
People enjoy using video content marketing because it is easy to take in the information. Writing on a blog or creating written advertisements does not provide enough information for the audience to comprehend the full complexity of a product or service. Those decision-makers want to rapidly and readily comprehend anything. B2B video marketing makes the process simpler.
It is a widespread and preferred type of content
People all around the world watch countless hours of video content on sites such as YouTube and Facebook. B2B video marketing is equally productive as eCommerce or B2C video marketing.
Video is an excellent way for marketers to furnish extra information about their product to people who have already shown enthusiasm in their business. Videos such as customer case studies and endorsements may assist you in successfully engaging your target market as they go through the purchasing process.
Leaders and other people in charge of making vital decisions are the most viable options for your business, if you own one. Videos can give you an advantage when trying to capture the attention of busy professionals who are overwhelmed by the amount of emails they receive on a daily basis.
Video marketing is a great option for businesses selling products or services to other businesses. It is easier to comprehend complex topics when they are demonstrated visually, as opposed to reading a detailed description, which is more attractive to a greater number of people.
It can be hard for customers to understand B2B services due to the complexity of them. Using videos such as product demonstrations and explanatory films is a great way to speed up the process.
Creating blog articles, social media content and interactive infographics from the videos you have already made is an awesome addition to your other promotional endeavors.
Let’s discuss the numerous varieties of videos used for B2B marketing and why these are invaluable for your business’s accomplishments.
10 Types of B2B Marketing Videos Brands Must Embrace to Enhance Their Efforts
Provided below are ten different video types that can help you make the ideal video for your upcoming project.
1. Demo Videos
Demonstration videos illustrate the functioning of your item – this involves guiding customers through using the software and its capacities or demonstrating the usage of a physical commodity.
A convincing demonstration of your product conveys to viewers how it operates. An example of a B2B firm may demonstrate how their project management software can simplify a business operator’s procedure or demonstrate how automated scheduling and billing support can be beneficial.
2. Brand Videos
Brand videos are things that are generally produced to be part of an extensive marketing strategy, demonstrating the company’s big-picture purpose, mission, or offerings. The aim of branding videos is to raise understanding about your business and fascinate and entice your intended audience.
3. Event Videos
Are you arranging a meeting, debate, philanthropic activity, or any other special occasion for your company? Create a compilation of the best moments from the event, or put out any interviews or presentations that were made during the gathering.
4. Expert / Educational Videos
Showing videos of respected people in your industry is a good way of gaining trust and demonstrating credibility to the people you hope to reach. Locate the people of influence in your field – regardless of if they agree with your opinion or not – showcase these debates to your public.
5. How-To Videos
Instructional videos can be utilized to inform your viewers of something new or to establish the fundamental knowledge they will require to comprehend your business and offerings more thoroughly. These videos can be employed by your salespeople and customer service representatives in their interactions with customers.
6. Explainer Videos
This type of video is used to demonstrate the benefits of your product or service to your viewers. A great deal of explainer videos focus on an imaginary excursion of the entity’s chief customer archetype who is battling with an issue. This individual solves the problem by embracing or purchasing the company’s remedy.
Using explainer videos as a form of marketing can be a useful strategy for a company to outline the features of its business, product, or service in an entertaining and compelling way.
It is feasible to make a video featuring real people that get the point across. In general, videos featuring real people are used when promoting a service meant for individuals or when a personal connection is necessary.
Rather than simply considering one option, it is an outstanding idea to consider using an animated explainer video to exemplify convoluted ideas, including software solutions, in a succinct and easy to understand manner.
Explainer videos are great for promoting due to their concise length. Making short videos and creating presentations to highlight your company’s core beliefs, offerings, or goods is the ideal content for these topics.
7. Animated Videos
Visuals are an excellent tool for presenting complex concepts or representing intangible services or products. Animated videos are an ideal format for this purpose.
8. Case Study and Customer Testimonial Videos
Prospective customers need to be confident that your product can effectively address their individual issue. Demonstrating this point can be done effectively by constructing case study clips displaying delighted, staunch customers. These folks are your best advocates. Have them speak on camera about the difficulties they experienced and how your business provided a solution.
9. Live Videos
Live video streaming provides audience members the unique opportunity to get a inside glimpse at how your business operates. Live video content tends to produce greater viewership, with people staying engaged for significantly longer periods than with video-on-demand, as much as 8.1 times longer. Broadcast interviews, presentations, and events over the internet, and ask those watching to post questions in the comments.
10. 360° & Virtual/Augmented Reality Videos
With 360° videos, viewers are able to experience the content as if they are right there inside it by moving around and viewing it from all angles. This type of video offers viewers the chance to virtually experience a certain place or occurrence, for example, traveling to Antarctica or encountering a hammerhead shark. VR offers individuals the capability to guide and manage their own experience. These videos can be seen through objects like the Oculus Rift or Google Cardboard. In Augmented Reality (AR) video, a digital component is superimposed over what you are currently looking at in the real world. An example of how augmented reality can be used is to open your phone’s camera and point it at your living room. AR will show you what a couch would look like in that spot. IKEA Place is a noteworthy illustration of this.
Planning Your Video
Prior to initiating the process of establishing, capturing, or modifying any video footage, begin with a dialogue regarding the motive behind your video. Why? Each step made while developing the video will relate back to what your purpose was and the action you hope your viewers do after seeing it. Without everyone on your team being in agreement about the goal, you’ll spend too much time fiddling with the shots, and reworking the footage, which will be a huge waste of effort. Normally there are many people involved in creating a video. How can you ensure they’re all aligned? Construct a survey using Google Forms or SurveyMonkey and distribute it to the individuals involved in the project. You can query everybody with the same inquiries and bring all of the responses together in one area.
- Who’s your target audience? What buyer persona are you targeting? This may be a segment of your company’s typical buyer persona.
- What’s the goal? Is it to increase brand awareness? Sell more event tickets? Launch a new product? Ultimately, what do you want your audience to do after watching the video?
- Where’s the video going to live? On Facebook? Behind a landing page form? You should begin with one target location — where you know your audience will discover the video — before repurposing it for other channels.
- When’s it due? Always start with a timeline. A video on which you have a few months to work will have very a different budget and creative scope than a video needed in a few days.
- What’s the budget? Video can be expensive, but it doesn’t have to be … if you set a budget. Do your research and set realistic parameters, especially before you answer the next question.
- What are the creative requirements? With your budget, skills, and resources in mind, think about the creative roadblocks that might arise. Do you need a designer to create lower third graphics? Are you going to create an animated video or a live-action video?
- What will constitute success for the video? Choose several key performance indicators that correspond with your video goals — or hop down to the chapter in this guide on measuring and analyzing video.
Defining Your Goals
When considering your objectives, make sure you have your ideal customer and intended viewers in mind. How old are they? Where do they live? What are their interests? How do they typically consume media? What stage of the buyer’s journey are they in? These inquiries can be used to figure out what type of video should be produced and the platform it should be distributed on. An example of this would be if your desired viewers are not acquainted with your business; you likely should create a video that spotlights brand awareness prior to crafting a thorough, product video. You should upload your video to a platform that already has a great audience, such as YouTube.
At the beginning, it can be intimidating when you begin incorporating video marketing into your strategy. The positive aspect is that video is an expeditious and effective way to demonstrate the worth of your B2B product or service to your intended viewers.
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